The Tourism Authority of Thailand (TAT) is forecasting a strong Chinese New Year travel period in 2026, with tourism revenue projected to reach 42.23 billion baht—an increase of 13 percent year-on-year.
The outlook reflects a continued recovery in arrivals from China, with daily visitor numbers currently estimated at between 13,000 and 14,000.
The peak travel window is expected to run from February 13 to February 22, during which approximately 1.25 million international tourists and 2.3 million domestic travellers are anticipated to move around the country. Authorities expect the seasonal surge to provide a significant economic boost during the festive period.
TAT Governor Thapanee Kiatphaibool said the number of Chinese tourists visiting Thailand has shown steady improvement since early 2025, with Chinese travellers now ranking as the country’s largest international visitor group.
She attributed the recovery to sustained marketing efforts and close collaboration with Chinese tour operators, which have driven higher levels of enquiries and advance bookings.
Thailand’s overall image among international tourists—particularly in the Chinese market—has also strengthened, Thapanee said.
While safety concerns previously weighed on sentiment, current perceptions have improved markedly, with no negative safety issues trending online despite isolated incidents in the country.
She added that external factors, including a Nipah virus outbreak in India affecting outbound travel, have been managed effectively and have not disrupted tourism flows to Thailand.
Meanwhile, Chaturon Phakdivanich, director-general of the Department of Tourism, highlighted successful cooperation with the Thai Travel Agents Association and airlines.
Advance flight bookings have shown positive momentum, supported by joint promotional campaigns and the Thailand Summer Blast initiative, which has encouraged charter flights from second- and third-tier Chinese cities.
Chaturon also noted a growing trend of travellers following celebrity travel routes, as well as an opportunity for Thailand to attract Chinese tourists who have cancelled planned trips to Japan.
To diversify markets, major promotional activities are being prepared in Hat Yai to draw Malaysian visitors, while Bangkok’s Yaowarat district will feature decorative lighting displays rather than large-scale Chinese New Year events.
TAT said its projections are based on extensive analysis of booking data, travel behaviour, and broader tourism trends for 2025–2026. The findings are expected to shape policy planning for the next quarter and support efforts to meet Thailand’s tourism targets for the year.
